Holoride , co-founded by Audi and aiming to add immersive VR and AR to daily car journeys, announced that it has raised a €10 million Series A investment led by Terranet AB .

Introducing its technology for the first time at CES 2019, Holoride aims to allow users to watch videos or play virtual reality games synchronized with the vehicle’s movement by integrating VR content with the car’s motion. This makes it possible to turn a boring journey into a fun activity, alongside providing a unique VR experience for backseat passengers. According to their own description, they create virtual theme parks by combining vehicle data and navigation information with XR (extended reality) technology.

The company states in its announcement that it will use the new funding to acquire more talent, attract more content creators, and prepare for the international launch planned for next year.